One of the biggest mistakes an email marketer can make is to treat the email list as a static, unchanging object with the goal of mass distributing one-directional messages. Instead, the list should be used as a source of valuable information – information that can help with your customer relationship management (CRM) efforts in both business-to-business and business-to-consumer marketing.
Integrate with Social Media
If you want to build relationships with your customers, you need to meet them on their level, which means engaging them on social media. Integrate social media with your email marketing campaign by providing buttons to your social media platforms, including Facebook, Twitter and YouTube. Provide rich content tailored to what you know about the individual based on information from the subscriber profile, and encourage subscribers to share it.
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